A mall brand of streetwear, focusing on casual apparel for teenagers and young adults.

The millipede is a detritivore, representing the brand's selling point of being completely recycled from clothing waste.

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This first draft based everything around the wordmark, which created a very narrow shape language.

I fleshed this out. I thought I finished, but I wasn't satisfied.

Going back to the first step of the design process, I knew I needed to research more about the origin of this brand.

The concept needs to speak for itself, even if it's purely visual.

I examined all types of detritivores. Earthworms, beetles, starfish, sea cucumbers, moss, roly polys.

They have unique shapes, but still retain this natural, biological feeling.

Now I created a shape language that had a lot more room to roam.

The mark is a detailed sillhouette of a millipede, but it can be simplified into a swirl.

The swirl shape implies the cyclical nature of recycling, adjacent to the standard recycling symbol.

Sleek shapes modernize the gritty texture of dirt and decay. Much like turning waste into something "new".

The color palette accentuates how these vibrant creatures thrive in very dark environments.